The Impact of Trust and Live Support on the Web Page on the Re-Purchase Intention: A Research on Online Shopping Sites

Yıl 2019, Cilt: 6 - GELİŞİM-UWE 2019 Özel Sayısı, 123 - 140, 29.10.2019

Emine Aydınhan Serhat Erat

https://doi.org/10.17336/igusbd.611492

Cited By: 4

Öz

The rise of daily internet use and chance of 24/7 online shopping resulted increase of online stores. The gradual wide-spread of electronic commerce increased competition on online environment, too. This situation lead business to search ways to keep users. As a result, the value of re-purchasing increased a lot for businesses. Ensuring repurchase on online shopping is less costly than to find new customers. Therefore, trust of users to a web page and provided communication opportunities to them with a customer representative (live support) at all times became much more important on repurchase decisions. In this study, effects of trust to a web page and provided live support on repurchase decisions, and the relation between them are examined through six hypotheses testing. For the study, 346 people, who made online purchases, are surveyed. Results of the study confirm the conducted hypotheses and show positive relation between live support, web page trust and repurchasing decision. 

Anahtar Kelimeler

Web Page Trust, Live Support, Live Support Trust, Repurchase Decision, Perceived Benefit

Web Sayfasına Güven ve Canlı Desteğin Yeniden Satın Alma Niyeti Üzerine Etkisi: Online Alışveriş Siteleri Üzerine Bir Araştırma

Öz

Her geçen gün internetin kullanımının artması, kullanıcıların internetten 7/24 alışveriş yapabiliyor olmaları online mağazaların da artmasına yol açmıştır. Elektronik ticaretin giderek yaygınlaşması, online ortamda rekabeti de artırmaktadır. Bu durum işletmeleri kullanıcıları elde tutmak için yollar aramaya sevk etmiştir. Yani işletmeler açısından yeniden satın alma kavramı önem kazanmıştır. Online alışverişte müşterilerin yeniden satın alım yapmalarının sağlanması, işletmelerin yeni müşteri bulma çabalarından daha az maliyetlidir. Dolayısıyla kullanıcılar için önemli olan web sayfasına güven kavramı ve her zaman iletişime geçebilecekleri bir müşteri temsilcisi bulma kavramlarının yeniden satın almaya etkisi önem kazanmıştır. Bu çalışmada, web sayfasına güven ve canlı desteğin yeniden satın alma niyeti üzerindeki etkisinin ne ölçüde olduğu ve aralarında nasıl bir ilişki olduğu temel olarak 6 hipotez sınaması aracılığıyla incelenmektedir. Araştırma internetten alışveriş yapan 346 kişi üzerinde anket aracılığıyla gerçekleştirilmiştir. Araştırma sonuçları incelendiğinde canlı destek, web sayfasına güven ve yeniden satın alma niyeti arasında pozitif ilişkiler bulunmuş olup, ortaya konulan hipotezler doğrulanmıştır.

Anahtar Kelimeler

Web Sayfasına Güven, Canlı Destek, Canlı Destek Güveni, Yeniden Satın Alma Kararı, Algılanan Yarar

Kaynakça

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